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Why Cadillac needs a real truck in its lineup

Premium brands such as BMW, Mercedes-Benz, Lexus, and Cadillac sell vehicles that cover the spectrum from car to crossover to SUV. But trucks? They remain the last frontier when it comes to luxury brands. These days Chevy, GMC, Ford, and Ram sell cheap, bare-bones work trucks alongside loaded models that top $75,000. There is a reverse elitism that comes with this sales tactic. A brand gets to reflect a rugged working class lifestyle with the emblem up front, while what's behind it costs as much as a small house in middle America. But Americans who spend big money on cars and SUVs have always gradually tailed towards luxury nameplates over time. Everyone knows what an Escalade is, and thanks in large part to that image the Escalade is now the best-selling fullsize luxury SUV in the USA. Cadillac's flagship model, along with its midsize luxury crossover, the SRX, routinely outsell the competition from Audi, Mercedes, and BMW, not to mention Ford's Lincoln brand and most of the Japanese rivals. With trucks already dominating overall sales and headed into the pricing stratosphere, I believe it's time for Cadillac to consider a fullsize truck. And no, not a lipstick version that merely takes a Chevrolet Silverado pickup and throws in a few leather seats and some slight interior touches. That experiment already failed both for Cadillac (the Escalade EXT) and for Ford's Lincoln brand (Blackwood, Mark LT). Cadillac is an American brand that currently focuses a ridiculous amount of energy and resources trying to compete with European car offerings. The brand needs to create the Cadillac of trucks. Head honcho Johan de Nysschen has been blunt in his desire to "restore Cadillac to the pinnacle of global premium brands, not in sales but in aspirational brand character." This sounds well and wonderful. But the present problem in achieving this goal is that, on a global basis, Cadillac is a failed brand. Look at Europe, where Cadillac has sold so poorly in recent years that former Soviet manufacturer Lada managed more new registrations in 2014 by a factor of more than four to one. Cadillac is an American brand that currently focuses a ridiculous amount of energy and resources trying to compete with European car offerings. After more than 20 years of Cadillac models selling themselves as import killers, the only one with sustained success has been the CTS, and even that has been a marketplace loser for the last several years. The CTS-V?

Confident new Cadillac marketing boss ready to take on Tesla, BMW

When there's a former BMW executive heading Cadillac's efforts to boost sales of its only plug-in, it's a pretty safe guess that the marketing emphasis won't be on environmental friendliness and tree-hugging tendencies. The General Motors luxury brand has appointed ex-Bimmer executive Uwe Ellinghaus to be its marketing chief late last year, and the German-born Ellinghaus is now saying that he's targeting potential customers of Tesla Motors, in addition to BMW, for potential growth in sales of the Cadillac ELR extended-range plug-in. Appointed to Cadillac's head of marketing last November, Ellinghaus recently told Advertising Age that GM needs to highlight the Cadillac's looks and performance. He complimented Tesla for putting more emphasis on those attributes in the Model S than on its lack of emissions or lack of refueling costs (but Tesla hasn't shied away from highlighting the EV's savings). Ellinghaus says that trying to gear advertising "for people who are tree-huggers and green-wash an entire brand" won't be successful. You don't say. So far, the ELR hasn't made much of a dent in US car sales. Through May, Cadillac, which spent about $280 million on all of its US marketing last year, sold 293 units, whereas Tesla had been approaching the 11,000-unit figure for the Model S. With that in mind, Cadillac may be working on a sportier version of the ELR, as spy shots of a test vehicle from May revealed larger brakes and wheels. You can read our First Drive impressions of the ELR here.

Cadillac CT6 PHEV battery shape a big departure for GM's plug-in hybrid tech

Anyone with any familiarity with the electric powertrain details for the two General Motors plug-in hybrids will have noticed that the information we have about the newly announced Cadillac CT6 plug-in hybrid has a lot of numbers in common with the Chevy Volt and the Cadillac ELR, like the 18.4-kWh lithium-ion battery pack and an expected all-electric range of 37 miles. We also noticed that the announcement calls the plug-in CT6 hybrid an actual plug-in hybrid and not an "extended range electric vehicle (EREV)," which is what GM calls the Volt and the ELR. This, of course, means we needed to ask GM some questions. Donny Nordlicht from Cadillac communications told AutoblogGreen that while the Volt and CT6 batteries are both 18.4-kWh, the shape is completely different. In the Volt/ELR, the battery is T-shaped (see it here). The CT6 has four seats, with a tunnel running between the two in the rear, as you can see here, but the battery in the CT6 PHEV is "a cube-shaped pack, which is between rear seats and the trunk," Nordlicht said. "There is no pass through." GM has not yet released any technical schematics about this pack, but Nordlicht said that, "The CT6's advanced mixed-material platform was designed to accommodate the PHEV system by design so that it minimally intrudes on the cabin space." It also means that the CT6 can be ordered as an optional PHEV, while the Volt and ELR were purpose-built plug-ins. GM is also distinguishing between the EREV and PHEV powertrains in its vehicles from this point forward. "We are not discarding the EREV language," Nordlicht said. "The CT6 utilizes a two-motor system mated to a 2.0T 4-cylinder engine, which is an all-new system to Cadillac." We assume that the PHEV packs will use li-ion cells from LG Chem, just like the EREVs do, but Nordlicht did not answer our question on that point. As for other details about the CT6 PHEV – like production, full dimension, and pricing – we will just have to wait until closer to when the vehicle launches for those. Related Video: